ESEA Music has announced a new leadership structure, appointing artist, songwriter and producer Aileen de la Cruz and Yijia Tu, musician, TED speaker, and International Campaign Manager - China at Universal Music Group UK, as Co-Presidents. The roles are newly created as the organisation enters its next phase, following a year of milestones for East and Southeast Asian representation across the UK music industry.
They will work alongside founder Hiroki Shirasuka, who continues in a leadership capacity, while co-founder Tiger Hagino Reid steps back from day-to-day leadership and remains part of the core team.
Since launching in 2021, ESEA Music has grown to over 600 members across the UK, spanning artists and professionals. Its work includes mentorship, artist development and writing camps through initiatives such as the SESAME mentorship programme and ESEA Sounds.
“This next chapter for ESEA Music is about taking the work forward in ways that are practical and visible. As artists and industry professionals, we understand both the creative and structural challenges our community faces, and will shape how opportunities are created and who gets access to them. We’re building a wider network of partners and allies, and strengthening connections across the industry to open up opportunities that lead to lasting change.”
- Aileen de la Cruz and Yijia Tu, Co-Presidents of ESEA Music
The leadership transition follows a year of significant recognition, including two major industry honours. In 2025, ESEA Music received the DE&I Initiative of the Year award at the Music Week Women in Music Awards for its SESAME Mentorship Programme, supported by the BPI. Earlier in the year, it was named DE&I Champion at the AIM Independent Music Awards recognising its sustained commitment to advancing representation within the sector.
As ESEA Music enters its next phase, the organisation continues to expand its national network and programme of mentorship, artist development and industry partnerships. With new leadership in place, the focus is on strengthening support for its members and opening up clearer pathways for ESEA talent across the UK music industry.
Yijia Tu
Aileen de la Cruz
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ABOUT ESEA MUSIC
Established in September 2021, ESEA Music is a community-led non-profit founded by UK-based East and Southeast Asian music industry professionals and artists. With over 600 members, the organisation is dedicated to advancing ESEA representation across the UK music industry, surpassing diversity benchmarks outlined in the 2024 UK Music Diversity Report. Its work spans mentorship, artist development, industry partnerships, community events, and advocacy, with key initiatives including the SESAME mentorship programme, ESEA Sounds writing camps, and ongoing campaigning to improve representation across trade bodies and institutions. The community group also works to provide an enriching support network for its members.
